This document outlines the best practices for running successful multi-channel ABM campaigns with LinkedIn and Madison Logic.
Goals of an Integrated, Multi-Channel Program
Increase Account Engagement
Accelerate Pipeline
Convert Accounts
Account Identification
The integration with Madison Logic and LinkedIn allows you to validate multi-channel influence against a single target account list.
Prioritization: Leverage ML’s Data Cloud to identify and prioritize accounts based on those trending on topics related to your solutions.
Target Account Strategy: Generate demand to build new opportunities and accelerate your existing opportunities.
Content
Align your messaging across each channel to provide consistent and relevant content to the right audience at your target accounts.
Content Syndication: Recommend running up to 4 pieces of content.
Display Ads: Use a variety of ad sizes (4+) to achieve optimal exposure and increase available inventory and placement options. Landing pages should be non-gated, as display programs are primarily intended for brand awareness.
LinkedIn: Use a variety of creatives (2-5) for maximum delivery.
LinkedIn Campaign Setup
Build your campaign in the LinkedIn platform using the target account list provided by Madison Logic. For a step by step guide on how to setup your LinkedIn campaign, follow the instructions here.
Create a New Campaign: When running a multi-channel program, a new LinkedIn campaign needs to be created and mapped to a corresponding ML program.
Note: LI Campaigns with a start date earlier than the MLP program start date cannot be mapped.
Audience: Create a matched audience using the target account list provided by Madison Logic.
Audience Expansion: Audience expansion should be disabled in order to focus your spend on your target accounts. MLP only reports on accounts in your target account list.
Ad Format: You can use any ad format, however MLP currently supports reporting on impressions, clicks, likes, comments, and shares, so functions best with Sponsored Content campaigns.
Placement: LinkedIn Audience Network should be disabled, in order to focus your spend on the LinkedIn channel.
Budget & Schedule: Ensure you add a start and end date to your LinkedIn campaign. This helps MLP estimate a target spend and impression volume for your LinkedIn activity.
Content: Use a variety of creatives (2-5) for maximum delivery.
If you would like any additional information on how to implement a successful multi-channel ABM campaign with Madison Logic and LinkedIn, please review frequently asked questions or reach out to your Customer Success Manager.